The official UK launch of the Swarovski Group’s newest brand, Adore Jewellery was held yesterday at Blow Ltd in London for press, influencers and bloggers to peruse the new collections.
Myalee Sofield, previously head of buying and merchandising for Fraser Hart, has been appointed to head of business development for the brand. Sofield has been a key industry player in the UK watch and jewellery industry for nearly 20 years, and was at the forefront of spearheading the growth of Fossil in the UK in 2002.
Speaking of the new venture earlier in the year, Sofield said: “I am moving out of watches, which is a little sad, and I am obviously very sad to be leaving Fraser Hart as I have loved my role here and of course my team.
“It was a huge decision to make, but I am now looking forward to the next challenge and Swarovski is a huge international company with lots of opportunity so although a little nervous, I am also very excited!”
Adore Jewellery plans to appeal to a fashion-conscious female audience, and the brand has been conscious to avoid an overlap with fellow Swarovski Group brand, lolaandgrace. The brand will sit at a slightly higher price point to lolaandgrace, and below the Swarovski brand.
The range features a selection of feminine fashion pieces, offering collections that are both classic and contemporary.